2. + “Douglas Weaver started cutting hair in the mid
1960s. His vision for a salon was based on three
simple principles…”
1. Providing unbeatable services to guests
2. Creating career opportunities for aspiring professionals in the
salon industry
3. Giving back to the communities that supported his vision
LOCATIONS (Institute/Salon/Salon & Day Spa)
ANN ARBOR CHICAGO EAST LANSING
GRAND RAPIDS OKEMOS ROYAL OAK KNOXVILLE
3. +
TARGET AUDIENCE
Potential students
Douglas J offers…
World-class education in cosmetology and esthiology
Aveda philosophy of learning
“Education beyond expectation”
Potential clients—
women 18+, men as well
Douglas J offers…
Professional services and experience
Aveda products
4. +
GOALS
Increase brand awareness
Increase recognition as a
professional salon/spa
Double sales “Whether your service is performed at
Increase potential clientele a Douglas J Aveda Institute or
Increase sales in services and Salon, you are receiving the best of
products the best. Our young professionals
are utilizing their Aveda philosophy
techniques and skills to give each
client a show stopping result.
Complimentary stress relieving
treatments and hand massages are
offered with every service! Douglas
J is a "look good, do good, feel
good" kind of environment.”
5. +
BUDGET — $50,000
Search engine marketing
Buying keywords/phrases
Purchasing banners above the fold line
Search engine optimization
Social media (FREE)
Seasonal Peak
Holiday season
Wedding season
Homecoming/Prom season
6. +
SEARCH ENGINE MARKETING
Buying keywords/phrases (utilizing Google AdWords)
Purchasing banners above the fold
Attracting the target audience by advertising on visible banners
Draw attention to Douglas J
7. +
SEARCH ENGINE OPTIMIZATION
Increase the ranking of Douglas J in search
engine results
Aspiring to be #1 or in top 5
Increasing visibility
Targeting individuals on a local and national scale
Increasing local marketing and reach
Beat out competition
(I.e. Protégé Academy of Cosmetology,
Regency Beauty Institutes, Paul Mitchell
Cosmetology Schools, etc.)
Cost-effective
8. +
SOCIAL MEDIA
Facebook
Raise awareness
Community involvement — hosting contests on page, providing prizes such as
scholarships for potential students and discounts for potential clients
Twitter
Tweet daily deals
Offering discounts to those who present the tweet in person or retweeting
Douglas J
YouTube
Videos of the capabilities of Douglas J students/professionals
Four Square
Check-in specials
QR Codes
20% off services for students
9. +
EVALUATING SUCCESS
Was there in increase in sales?
Did Douglas J‟s Facebook page increase in „likes?‟
Did Douglas J‟s Twitter account gain more followers?
Did the trafficking rate of potential clients and students
increase?
Was there an increase in conversion rates?
Did Douglas J increase in search ranking?
10. +
ROOM FOR IMPROVEMENT?
METHODS FOR BOOKING
More convenient way for clients to see who/what/when is
available
Allowing potential clients to access reservations at their own
convenience
Online booking
Mobile booking